Six Reasons Marketers Should Stop Relying on Spreadsheets

Written by: Betsy Lillian on 7/20/21 11:37 AM


Useful but impractical, handy but unwieldy, and trusty but untrustworthy, spreadsheets can be a polarizing tool for marketing management.

On the one hand, most marketing leaders have always used spreadsheets—it’s understandably what they’re accustomed to using, so why rock the boat? Investing in and learning the nuances of an unfamiliar product can be intimidating, especially when there’s a learning curve. It’s also important to note that spreadsheets can, indeed, get the job done just fine if there aren’t a ton of moving parts within the marketing organization.

However, the reality is that spreadsheets aren’t the most useful tool for every marketing organization—particularly the complex ones.

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Topics: Marketing Planning, Effective Planning, Data Visualization, Martech, Marketing Technology, marketing measurement

Marketing Performance Woes? You Might Just Have a Planning Problem

Written by: Betsy Lillian on 5/24/21 9:30 AM

Here's an image that might be daunting, commonplace or old-school to you, depending on your stage of life or expertise in electronics: the back of an A/V receiver with a bunch of cables sticking into it.

From your speaker to your subwoofer to your HDMI to your Bluetooth to your translucent green Nintendo 64 (did we mention old-school?) connections, the A/V receiver is the operational backbone of all the components of your home theater system. Without it, all of your connections become a convoluted mess of cables without a home from which to function properly.

Now think of everything that encompasses your marketing performance management process.

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Topics: Marketing Planning, Hive9, Marketing Insights, Campaigns, Marketing performance management, marketing strategy

The Falling Tenure of the CMO: How to Help Turn the Numbers Around

Written by: Betsy Lillian on 2/9/21 11:28 AM

Over the past few years, research has been showing a decline in the average tenure of a U.S. chief marketing officer.

In fact, at 3.5 years—cites a new report from consulting firm Korn Ferry—the CMO’s tenure actually ranks as the shortest of all titles in the C-suite (CEO, CFO, CHRO, CMO and CIO/CTO). In comparison, the average for the CMO was 4.1 years in 2016.

The report, which analyzes the top 1,000 U.S. companies (by revenue), notes in particular that CMOs in the technology industry are ranking the lowest on average, with a 3.0-year tenure. At the top were CMOs in the industrial sector, coming in at 4.0 years.

Caren Fleit, leader in Korn Ferry’s global marketing officers practice, suggests the overall tenure problem could be tied to an organization’s deficiency in proving the true value of the CMO—i.e., “a lack of understanding of how powerful this role can really be in terms of driving business outcomes.”

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Topics: Dashboards, Marketing Planning, Marketing Analytics, Revenue Attribution, Hive9, marketing measurement, Marketing Performance

How Can You Plan for 2021 (When 2020 Isn’t Really a Blueprint You Can Follow)?

Written by: Betsy Lillian on 12/22/20 9:45 AM


If you’re a marketing leader who never wants to hear the word “pivot” again, we apologize in advance.

Unfortunately, although marketing leaders’ ability to successfully pivot their plans has been especially crucial during the past nine months, not much is expected to be different going forward.

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Topics: Marketing Planning, Financial Planning, Budgeting, Marketing Budgeting, Effective Planning

What Are You Forgetting in Your Marketing Plans?

Written by: Betsy Lillian on 12/2/20 10:12 AM

If your marketing plans contain, well, just marketing plans, you might want to consider casting a wider net. Unfortunately, you may be missing other key information that could impact sales and the overall performance of your organization.

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Topics: Marketing Planning, Effective Planning, Integrated Marketing, Marketing Personalization, marketing strategy

Adopting an Agile Approach? Don't Forget a Few Key Things

Written by: Betsy Lillian on 10/6/20 11:24 AM

At the start of the year, we took a deep dive into the concept of agile marketing and what it takes to adopt the approach for your marketing team: proper planning and training and, crucially, a collaborative and centralized planning solution (among other things, of course).

In a newly released Gartner report, the research and advisory firm underscores the importance of centralization, as well as the continued growth of agile practices. According to a survey of more than 400 marketing leaders, almost two-thirds of marketing teams are either “fully or primarily” centralized.

“CMOs are evolving their teams through increased centralization, more functional alignment and continued exploration of agile marketing practices,” Gartner says. “These changes are helping build more scalable, flexible and resilient marketing organizations.”

So, what does it take for marketing leaders to achieve this centralized approach?

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Topics: Marketing Planning, Effective Planning, Marketers, Data Visualization, Marketing Insights, Campaigns

Happy New Year? A Marketing Strategy for 2020.5

Written by: Betsy Lillian on 6/30/20 9:45 AM


If you’re ready to leave the trials and tribulations of 2020 marketing in the dust, you might be excited to learn about a new concept that’s been floating around: 2020.5.

With the end of the first half of 2020 now at our doorstep, why not commemorate the milestone by rethinking your strategy for the second half? (Unless, of course, your year has been a breeze, marketing-wise – in that case, carry on as usual.)

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Topics: Marketing Planning, Effective Planning, Business Intelligence, Data Visualization, Marketing Technology, Marketing Insights, marketing measurement, marketing data, Marketing performance management, marketing strategy

The CRM “lead” conundrum: Why did they have to get it so wrong?

Written by: Bruce Brien on 5/27/20 1:30 PM

I am talking about the word “lead” with regard to marketing and CRM systems. We have gotten it completely wrong for decades, and it has caused a great deal of problems and unnecessary expense for many organizations. 

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Topics: Marketing Planning, Buyer's journey, Marketers, Marketing Technology, Marketing Insights, marketing measurement, marketing data, B2B, marketing strategy

Tracking the Impact of Your COVID-19 Plans

Written by: Betsy Lillian on 4/21/20 10:17 AM

Figuring out your optimal marketing strategy during a global pandemic is unprecedented. There’s a lot of helpful advice out there, but because we’ve simply never experienced a crisis like this in the age of digital marketing, it’s safe to say nobody knows exactly what the secret recipe is for marketing your brand, reallocating your spend and, in the end, maintaining strong ROI.

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Topics: Marketing Planning, Marketing Budgeting, Marketing performance management, Marketing Performance, marketing

Speaking of Alignment...

Written by: Betsy Lillian on 2/19/20 12:09 PM

It’s pretty common knowledge that in order for marketers to be successful, they need to collaborate with other departments across the organization. Creating the most in-depth and effective marketing plan is absolutely a team sport involving departmental input across the board. 

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Topics: Marketing Planning, Hive9, Martech, Best Practices, sales enablement, Marketing Performance, marketing strategy, alignment, collaboration, marketing

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